Mobile user acquisition has become significantly more challenging over the past few years. The mobile gaming and app market continues its rapid expansion, projected to grow from $129.96 billion in 2023 to $278 billion by 2028. However, this growth comes with intensified competition. As of 2025, Apple's App Store hosts over 2.1 million1, while Google Play Store features more than 1.66 million in January 2026.2
The landscape has also been fundamentally altered by privacy changes. Apple's App Tracking Transparency framework, introduced in 2021, continues to impact how UA teams measure and optimize campaigns. According to industry reports, the market is rapidly expanding, with an annual increase in advertisers of 5.79% reported as of early 2021.3
Many UA teams currently concentrate the majority of their spend on a small number of platforms, primarily Meta and Google. While these platforms deliver scale, this concentration creates significant risks: rising costs from increased competition, limited creative format diversity, and vulnerability to algorithm changes or policy shifts.
The solution isn't abandoning these core platforms; it's strategic diversification. This article provides a practical guide to the 10 most effective mobile user acquisition networks for mobile game studios in 2026, based on actual platform capabilities, industry data, and real-world constraints mid-sized teams face when scaling acquisition.
Mobile user acquisition networks are programmatic advertising platforms that connect game studios (advertisers) with publishers who have ad inventory in mobile apps and games. Unlike social platforms such as Meta or TikTok, which serve ads within their own ecosystems, ad networks aggregate inventory from thousands of mobile apps and games.
These networks specialize in specific ad formats that work well for game UA: rewarded video ads (where users opt in to watch an ad in exchange for in-game rewards), interstitial ads (full-screen placements between game sessions), playable ads (interactive mini-versions of your game), and native ads that integrate into app feeds.
In a modern UA stack, ad networks complement social and search platforms by providing access to engaged mobile gaming audiences at different price points and with different creative requirements. They're particularly valuable for studios looking to reduce dependence on any single traffic source and test creative variations quickly.
Mobile ad networks operate through real-time bidding auctions. When a user opens an app with available ad inventory, the network runs an auction among advertisers targeting that user. The winning ad is displayed, and if the user installs your game, you're charged based on your bid (typically CPI or CPM basis).
Modern networks use machine learning models trained on millions of conversion events to optimize which users see your ads. These models analyze hundreds of signals: device type, past app usage, engagement patterns, geographic location, and creative interaction data. The goal is to show your ad to users most likely to install and engage with your game.
Attribution remains one of the biggest technical challenges in mobile UA. Apple's SKAdNetwork provides limited conversion data with 24-48 hour delays, while Android still offers more granular attribution through Google Play Install Referrer. Most networks have adapted by focusing on predictive modeling and creative optimization rather than relying solely on deterministic attribution.
The core UA metrics remain consistent: Cost Per Install (CPI) measures acquisition cost, Day 1 and Day 7 retention indicate quality, and ROAS (Return on Ad Spend) and LTV (Lifetime Value) determine long-term profitability. The average CPI for casual mobile game ads was approximately $2.17 in 20244, though this varies significantly by genre, geography, and targeting specificity.
Creative quality has become the primary differentiator in 2026. As campaign management becomes increasingly automated, ad creatives remain the element where human creativity drives the most value. Networks with sophisticated creative testing frameworks, allowing rapid A/B tests of video hooks, playable mechanics, or static variations, consistently outperform those focused only on targeting optimization.
The following mobile user acquisition networks are the most effective platforms for game studios in 2026 based on real-world UA performance data.
This list includes both programmatic ad networks (Unity Ads, AppLovin, ironSource) and self-attributing networks (Apple Search Ads, Google UAC, TikTok Ads) that should form the foundation of a diversified UA strategy.
Each network serves different strategic purposes: some excel at delivering scale, others optimize for efficiency, and several provide unique access to specific demographics or geographic markets.
When evaluating these mobile user acquisition networks for your game, consider testing 3-5 platforms simultaneously rather than committing your entire budget to a single channel, as diversification typically reduces blended CPI while improving creative performance through format variety.
The following networks represent the most effective platforms for iOS user acquisition in 2026, optimized for Apple's SKAdNetwork attribution framework and iOS-specific user behaviors. iOS UA requires particular attention to privacy-first measurement, App Store dynamics, and the premium user base that characterizes Apple's ecosystem.
Apple Search Ads places your game at the top of App Store search results, the highest-intent placement available on iOS. Users are actively searching for games to install.
iOS UA, branded search defense, keyword-based acquisition, high-LTV games justifying premium CPIs.
Highest conversion rates of any iOS channel, first-party Apple data, brand keyword protection, and SKAdNetwork integration. Setup is straightforward compared to programmatic networks.
Limited scale (search volume caps your reach), significantly higher CPIs than programmatic channels, and requires strong keyword research. Very competitive in saturated categories.
Every iOS game should run Apple Search Ads, even at a small scale. The install quality and conversion rates typically justify premium pricing for high-intent users actively searching for games.
AppLovin operates one of the most sophisticated machine learning platforms in mobile UA, with particular strength in algorithm-driven optimization. Their MAX mediation platform also makes them a hybrid network-and-mediation solution.
Mid to hardcore games, studios with meaningful UA budgets ($50K+ monthly recommended), iOS campaigns focused on LTV optimization over raw CPI. Not recommended for small companies or limited budgets. For mid-core games seeking users who engage with ads, AppLovin ranks among the top three networks alongside Unity Ads and Google.
Advanced predictive bidding adapted to SKAdNetwork limitations, excellent ROAS optimization, strong performance in tier-1 geos, and comprehensive creative testing tools. AppLovin's algorithms typically need 2-3 weeks and meaningful spend to optimize fully, but their iOS-specific machine learning handles attribution constraints effectively.
Requires substantial scale to perform well. Small companies and limited test budgets typically struggle to see results. Highly competitive bidding environment. Less effective for niche genres with limited historical data. Minimum spend thresholds make it unsuitable for bootstrapped studios.
For iOS studios prioritizing automated optimization and willing to provide the scale needed, AppLovin frequently delivers strong ROAS among programmatic networks despite SKAdNetwork measurement challenges.
Unity Ads is one of the largest mobile ad networks, integrated directly into the Unity game engine used by over 70% of the top 1,000 mobile games. As of 2025, Unity Ads reaches over 1.5 billion monthly active users worldwide and serves over 100 billion ad impressions monthly.
iOS casual and hyper-casual games, small to medium-sized studios, studios already using Unity engine, campaigns prioritizing rewarded video formats on iOS. More accessible than AppLovin for companies without massive budgets.
Massive iOS scale with access to premium in-game inventory, seamless SDK integration for Unity developers, strong rewarded video performance on iOS, and automated bidding optimization adapted for SKAdNetwork. Unity's data shows that games using both rewarded videos and offerwall strategies saw increases of 4% in Day 7 retention and 2% in Day 30 retention. Unity video ads achieve an average CTR of 6%, significantly higher than industry averages.
Highly competitive bidding environment, though still more accessible than AppLovin for smaller studios. Can be expensive for highly competitive iOS genres. According to AppsFlyer Performance Index data, Unity Ads is among the top three ad networks for acquiring loyal users with good retention, but this quality often comes at a premium price point on iOS.
If your iOS game is built in Unity, the integration is straightforward, and the network understands iOS gaming audiences deeply. The rewarded video strength is particularly valuable for iOS monetization strategies.
Meta's advertising platforms (Facebook and Instagram) remain essential for iOS UA despite Apple's ATT framework limiting attribution capabilities.
iOS games with strong visual creative, ideal for testing and getting started without large budgets, broad demographic targeting on iOS, campaigns combining awareness and performance goals, retargeting iOS users who engaged on social platforms. Accessible entry point for studios at any size.
Massive iOS user base, low minimum budgets make it ideal for testing and experimentation, sophisticated targeting despite ATT limitations, support for various creative formats (video, stories, carousel, playable), and Facebook Ads Manager provides unified campaign management. Meta has adapted well to SKAdNetwork with predictive analytics. No large upfront commitments required.
Attribution is the primary challenge. Apple's ATT framework significantly impacts measurement and targeting granularity compared to pre-iOS 14.5. Higher CPIs on iOS compared to Android. Creative fatigue requires continuous asset refresh.
Meta is an excellent starting point for iOS UA testing without requiring large budgets. Despite attribution challenges, Meta's scale and targeting sophistication, combined with low entry barriers, make it foundational for studios at any stage. A strong creative can overcome attribution limitations through volume.
TikTok has rapidly become one of the most effective UA channels for iOS mobile games, particularly those with viral potential or strong visual hooks. With 1.6 billion monthly active users as of 2024 and 75% of TikTok gamers discovering new games on the platform, TikTok represents a significant iOS opportunity.
iOS casual and hyper-casual games with strong social/viral potential, titles with visually engaging gameplay suitable for short-form vertical video, games where social sharing and community impact drive growth. Not suitable for every game: works best when social virality is core to your UA strategy.
Massive scale with 1.6 billion iOS user base, exceptional organic reach potential and social virality on iOS, young demographic alignment, and strong video creative performance when social impact matters. TikTok gamers download 50% more games and play longer than non-TikTok users. Platform excels at creating social momentum around games. TikTok's CPI ranges from $1.75 to $4.00 depending on campaign specifics.
Not suitable for every game. Requires games where social sharing, community, and viral potential are central to growth strategy. Requires native TikTok-style creative (user-generated look, fast pacing) specifically for iOS audiences. Creative fatigue happens quickly; successful iOS campaigns need continuous asset refreshes. CPIs can spike without warning. SKAdNetwork integration means limited attribution visibility.
If social virality and community impact are core to your game's growth mechanics, TikTok delivers massive scale and unique discovery opportunities on iOS. However, this isn't a universal solution. Evaluate whether your game's design and audience align with TikTok's social-first environment before committing significant budget.
Other Notable iOS Networks:
The following networks represent the most effective platforms for Android user acquisition in 2026. Android's more granular attribution capabilities through Google Play Install Referrer, combined with its global market dominance (especially in emerging markets), create different strategic opportunities compared to iOS.
Google's Universal App Campaigns (UAC) and Play Store search ads are the dominant force in Android UA, leveraging Google's full ecosystem, including YouTube, Search, Display, and Play Store.
Essential for companies of all sizes, Android-first or Android-heavy user acquisition, campaigns requiring massive scale, studios wanting automated creative optimization, Play Store search visibility.
Unmatched Android scale and reach, automated creative mixing across YouTube, Search, Display, and Play Store, Play Store search placements capture high-intent users, superior attribution compared to iOS through Google Play Install Referrer, and machine learning handles most optimization automatically. Google ranks consistently among top networks for user quality across multiple metrics.
Limited manual control over placements or bidding strategy. Creative performance insights can be opaque despite better attribution than iOS. Very competitive pricing in saturated Android categories.
UAC is non-negotiable for Android games of any size. The combination of massive scale, strong performance, and Play Store integration makes it essential for every company's Android UA stack. The attribution advantages on Android make performance optimization significantly more effective thanon iOS.
Meta's Facebook and Instagram platforms remain essential for Android UA, with better attribution capabilities than iOS through Facebook SDK and Android's more permissive data environment.
Suitable for companies of all sizes, Android games with strong visual creative, broad demographic targeting, awareness combined with performance campaigns, remarketing to engaged Android users, lookalike audience expansion.
Massive Android user base globally, sophisticated targeting with better attribution than iOS, support for various creative formats (video, carousel, playable, stories), Facebook Ads Manager provides detailed Android performance data, strong emerging market reach where Android dominates, and Meta Audience Network extends reach to third-party Android apps.
Creative fatigue requires continuous asset refresh. Competitive pricing in saturated verticals. Platform changes and algorithm updates can disrupt performance.
Meta's combination of massive scale, strong performance, and Android attribution capabilities make it essential for companies of all sizes. The global Android reach, particularly in emerging markets, is unmatched.
AppLovin's sophisticated machine learning platform delivers exceptional performance on Android where attribution visibility enables more effective optimization.
Suitable for companies of all sizes, Android mid-core and hardcore games, and campaigns optimizing for LTV and ROAS. For mid-core Android games seeking users who engage with ads, AppLovin ranks among the top three networks.
Advanced predictive bidding leverages Android's superior attribution, exceptional ROAS optimization with granular event tracking, strong performance in tier 1 and tier 2 Android markets, comprehensive creative testing tools, and MAX mediation platform provides unified optimization. AppLovin performs particularly well on Android where 2-3 weeks of meaningful spend enables algorithm to optimize with detailed conversion data.
Requires some learning period for algorithm optimization (2-3 weeks recommended). Less effective for niche genres with limited historical data. Setup and optimization require patience for the best results.
AppLovin delivers strong performance for Android studios of all sizes. The machine learning platform leverages Android's attribution advantages to deliver industry-leading ROAS across companies at any scale.
Mintegral dominates Android UA in Asian markets and has invested heavily in playable ad technology optimized for Android's technical capabilities.
Small to medium-sized companies seeking solid performance at medium scale, Android expansion into China, India, Southeast Asia, LATAM, and MENA markets, playable-heavy campaigns, and studios needing cost-effective emerging market reach.
Medium scale with solid, reliable performance particularly suited for smaller and medium-sized companies, dominant Android presence in China (despite regulatory complexities) and across Asia, sophisticated playable ad platform optimized for Android devices, highly competitive pricing in emerging markets (often 30-50% below tier 1 pricing), local market expertise and regional partnerships. Android attribution enables better playable optimization compared to iOS.
Limited tier 1 Western market penetration. Platform documentation and support can present language barriers for Western teams. China-specific regulatory knowledge is required for mainland access.
For small to medium-sized Android studios seeking solid performance at competitive pricing, Mintegral delivers medium scale with strong regional expertise in emerging markets where Android dominates with 70%+ market share. Particularly cost-effective for companies not requiring massive tier 1 scale.
Unity Ads leverages its game engine integration to deliver massive Android reach with seamless SDK implementation.
Suitable for companies of all sizes, Android casual and hyper-casual games, studios using Unity engine, rewarded video-focused Android campaigns, and cross-platform games prioritizing Android.
Massive Android scale reaching 1.5+ billion monthly active users, seamless integration for Unity engine developers (70% of top games), solid rewarded video performance, automated bidding optimization, and superior attribution on Android enable better optimization than iOS. Combined with ironSource post-merger, they serve over 68 billion impressions monthly. Games using rewarded videos saw 4% increase in Day 7 retention and 2% in Day 30 retention.
Can be expensive for highly competitive Android genres. Quality comes at a premium price. Rewarded video focus may not suit all monetization strategies.
Unity Ads delivers massive scale with solid performance for Android companies of all sizes. If your game is built in Unity, integration is straightforward. Android's attribution visibility makes Unity's rewarded video particularly measurable and optimizable.
Other Notable Networks:
Selecting the right UA networks requires matching your specific constraints and goals against each platform's strengths. Here's a practical framework for evaluation:
iOS Strategy: Prioritize networks optimized for SKAdNetwork limitations (Apple Search Ads, AppLovin, Moloco). Focus on quality over volume, given attribution constraints. Leverage rewarded networks (adjoe, Exmox) where engagement signals compensate for limited data. Test creative-first platforms (TikTok, Meta) where strong assets overcome measurement challenges.
Android Strategy: Leverage superior attribution to optimize aggressively (Google Ads, AppLovin required). Scale into emerging markets where Android dominates (Mintegral, InMobi). Use rewarded networks (Gamelight, Mistplay, Exmox) where detailed attribution enables LTV optimization. Test AI-driven matching platforms that benefit from granular Android data.
If you're prioritizing scale and need 10,000+ daily installs on iOS, focus on Unity Ads and Meta. For Android scale, Google Ads, AppLovin, Unity Ads, and Meta are essential. For efficiency-focused campaigns where ROAS matters more than volume, consider AppLovin, Moloco, and rewarded networks (adjoe, Mistplay, Gamelight) on both platforms, which all optimize toward post-install value rather than just driving installs.
Match your creative assets to network strengths and platform capabilities. Strong video creative performs best on Unity Ads, TikTok, and Meta on both platforms. If you've invested in playable development, prioritize Mintegral (particularly on Android, where technical capabilities are stronger) and networks supporting interactive formats. For rewarded video specifically, ironSource, Unity Ads, adjoe, and Chartboost provide the most gaming-appropriate placements. Android's technical flexibility enables more sophisticated ad formats than iOS.
Geographic priorities significantly impact network selection. For tier 1 markets, all major networks compete effectively on both platforms, though Apple Search Ads and Google Ads often deliver the highest quality. Asian expansion requires Mintegral (dominant on both iOS and Android in the region). Emerging markets across LATAM, MENA, and Southeast Asia see the strongest performance from Mintegral and rewarded networks—these regions showed dramatic growth in 2024, with Turkey (+28%), Mexico (+21%), and India (+17%) seeing significant consumer spending increases. Android dominates in these markets with 70%+ market share.
iOS: Limited attribution requires focusing on networks providing maximum available visibility (Apple Search Ads for keyword data, AppLovin, and Moloco for predictive analytics). Evaluate engagement signals and creative performance data as proxies for detailed conversion tracking.
Android: Leverage granular attribution to demand detailed cohort analysis and LTV tracking (Google Ads, AppLovin, Moloco, Gamelight, Mistplay). Request dashboard demos during evaluation. Android's data advantages should translate to superior reporting.
Implementation complexity varies significantly. Unity Ads and ironSource integrate seamlessly if you're using the Unity engine on either platform. Google Ads requires only basic SDK integration. Networks like Adjoe, Gamelight, and Mistplay need more technical implementation for rewarded mechanics. Consider your engineering team's bandwidth; some studios spend 2-3 weeks integrating a new network properly. Android generally allows more flexible SDK integration than iOS.
Gaming-exclusive networks (Chartboost, ironSource) eliminate most brand safety concerns since ads appear only in games. General networks require monitoring placement quality and enabling category filters. Review each network's fraud detection capabilities. AppsFlyer estimates financial exposure to app install fraud eclipsed $17 billion in 2024.
Plan structured tests before committing significant budget. Allocate $5,000-10,000 per network for initial testing across 2-3 week periods on each platform. Monitor not just CPI but D1 and D7 retention against your benchmarks; iOS and Android retention curves often differ significantly. Top-performing networks should show retention within 10-15% of your organic baseline. Budget 4-8 weeks to properly evaluate 3-4 new networks per platform. Rushing tests leads to false negatives where viable channels get dismissed prematurely.
Android's superior attribution enables faster optimization cycles, while iOS requires longer learning periods to accumulate sufficient SKAdNetwork signals.
Beyond vendor marketing, seek practitioner feedback. Mobile gaming communities on Reddit, industry Slack groups, and conferences like GDC, Gamesforum, and Pocket Gamer Connects provide unfiltered network reviews. Pay attention to recent feedback (2024-2025) since network quality shifts as teams and technology change.
Most mid-sized studios find optimal results running 4-6 networks simultaneously per platform: 2-3 core platforms capturing 70% of the budget (typically including Google and/or Meta), plus 2-3 secondary networks for diversification and testing. This balance provides scale while maintaining negotiating leverage and reducing single-platform risk.
No single mobile user acquisition network delivers optimal results across all goals, budgets, and game genres in 2026. The studios seeing the strongest UA performance treat network selection as an ongoing portfolio management exercise rather than a one-time decision.
The mobile gaming market continues its impressive growth trajectory, but success requires more than riding market expansion. With over 380,000 games on iOS alone and mobile gaming accounting for 50% of all UA ad spend, effective channel diversification has become essential rather than optional.
Start with structured experimentation. Select 2-3 networks aligned with your specific audience, creative strengths, and geographic priorities. Run disciplined tests with sufficient budget and time to properly evaluate performance. Scale what works, cut what doesn't, and continuously test new channels as the ecosystem evolves.
The mobile UA landscape will continue changing: privacy regulations tighten, new platforms emerge, and competitive dynamics shift. The number of mobile game advertisers grew 60% year-over-year in 2024, reflecting both opportunity and intensifying competition. Studios that build testing and optimization into their operational rhythm rather than treating UA as a "set and forget" function consistently outperform those chasing yesterday's winning formula.
If your studio is stuck relying on one or two channels, struggling to scale profitably, or unsure which networks are actually worth testing, GameBiz Consulting helps mobile game teams design, test, and optimize multi-network UA strategies built around real performance data, not guesswork. From structured experimentation plans to hands-on campaign optimization, we work with studios to turn fragmented UA efforts into a scalable, repeatable growth system.
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